This inevitable condition is identified as infantile amnesia, a term forged by the renowned Sigmund Freud when he commenced his studies of this marvel in 1905 (1). Ever wonder why it is a struggle to remember an event prior to the age of two? Or even the day you were born? One wonders why such a significant event as one’s birth fades into oblivion, never to be recovered. One of the most common and largest gap in the human memory bank consists of recollections of the first few years of infancy and babyhood. These large memory gaps of narratives are difficult to seal, thereby creating a disconnect between one stage of life and another. It appears to be ineffaceable, a solid entity of the past, yet it frequently eludes its owner, making one question the validity and transiency of memory. Nevertheless, due in large part to its longevity, memory is a difficult term to define. It is the internal scrapbook that defines one’s individuality-a sense of self that is crucial to the human psyche. The majority of homes in the country have some form of recycling facility provided by their local authority.Memory. Many schools are now actively teaching the importance of recycling and local authorities are introducing new schemes to encourage recycling. While the recycling idea started with the minority of individuals, it is now a common behaviour (majority influence). This can take place in several ways, such as social impact theory, the snowball effect, social cryptoamnesia or the views and beliefs of a powerful individual. Social change occurs when a minority view challenges the majority view and is eventually accepted as the majority. Using your knowledge of the psychology of social change, explain why recycling is now behaviour carried out by a majority of people in this country (6 marks). Mike said that everyone in his street recycles and that they have a big box at school especially for recycling. His grandfather said that when he was Mike’s age, people did not recycle. Mike explained that he always puts empty cans and plastic bottles in one box and newspapers and cardboard in another box and that his mum takes these to be recycled once a week.

Mike and his grandfather were having a conversation about recycling. If they can also show that they have made personal sacrifices, such as having given up using their own cars, then what? If they can also show that they have made personal sacrifices, such as what? If they can also show that they have made what? They are not going to gain anything for themselves if people start following their behaviours. It would also help if the environmental group could demonstrate that they were not acting out of self-interest, but because they believe that using public transport or bicycles is the best policy. Therefore, the environmental group should remain consistent in their views when talking to members of the majority. It helps if the members of the minority have an internal locus of control and can show that they have the skills with which to challenge the beliefs and attitudes of the majority. Using your knowledge of the role of minority influence in social change, what advice would you give the environmental group? (6 marks).įor a minority to be successful in bringing about social change, it needs to be consistent, flexible and non-dogmatic.

Ise and her partner showed commitment, consistency and flexibility in their views about high-visibility clothing and were thus persuasive in changing people’s opinions.Ĭommitment was shown by sticking to their views even though they were initially ridiculed.Ĭonsistency was shown as they continued to argue for the importance of children wearing high-visibility clothing to school.Ī small environmental group wants to encourage people to use public transport or bicycles instead of using their cars. With reference to the above passage, explain how social influence processes influence social change (6 marks). Slowly, more and more parents started sending their children to school wearing high-visibility jackets, until the majority were doing so and it has even now become official school policy. At first, their views and behaviour were ridiculed, but they stuck to it, though they compromised a bit by getting their children to just wear fluorescent jackets. Ise and her partner have very strong views on the safety of children and they have always argued for and sent their children to school wearing high-visibility clothing.

Example of social amnesia